Facebook Offers & Mobile Newsfeed Retailer Case Study

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One of Performics’ large retail clients sought to promote sales using multiple Facebook ad opportunities. Through the Facebook Offers product in mobile, Performics drove a 4.4 times greater offer-claim-rate than in desktop. Mobile placements also saw a 48% decrease in cost-per-offer over desktop placements.

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Facebook Offers & Mobile Newsfeed Retailer Case Study

  1. 1. OFFERS Performance Case StudyLarge retail client looking to promote sale usingmultiple Facebook ad opportunities – specificallythe Facebook Offers product in the Mobile spaceAPPROACH Promote sale using new Facebook offers product Segment Newsfeed (Desktop and Mobile) placements from ‘All’ placement category Use Facebook Marketplace and Premium ads to magnify brand presence on multiple placements in the Facebook ad space Create Offer post on client Timeline to encourage organic awareness to Fans and Non-Fans 26% of Budget was allocated to Mobile Newsfeed, but the placements accounted for 39.4% of total Offer ClaimsGOALS Drive offer claims Magnify offer awareness Gain Facebook placement insights to apply to upcoming Facebook initiativesSTRATEGY Test new Newsfeed Mobile and Desktop placements. Use ‘All’ placement category to determine efficacy of placement targeting breakouts Mobile Newsfeed placements had an Offer Claim rate 24x ‘All’ Placement breakout and 3x Desktop Newsfeed Target Fans, Friends of Connections, and Non-Fans to test engagement and offer claim rate across multiple connections targets Aggressively optimize ads on placement, age, gender and connection to maximize cost effectivenessRESULTS Marketplace Page Post Offer ads drove 27% of total Offers claimed (13,267) Mobile Newsfeed placements accounted for 39.4% of total Offers claimed at a 4.4x greater Offer Claim Rate Fans were cheaper to reach per Offer Claim, but there was than Desktop Newsfeed only a 2% lift in Offer Claim rate for Fans vs. Non-Fans Mobile Newsfeed placements saw a 48% decrease in Cost per Offer over Desktop Newsfeed placements Additional 10,889 Page Engagements were recorded 45% of North America users “Like” a resulting in a $0.91 avg. Cost per Engagement brand to receive discounts or special offers* *Digital Coupons Rival Print Counterparts in Effectiveness, EMarketer, April 18 2012

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